Demystifying Communication In a Digital WorldSocial Media 101Shonali Burke, ABCPresented at Goodwill Industries International’s2009 Summer Learning Event

Media Through the Ages© Imagesofanthropology.comImage: Alibaba.comImage: Library of Congress

“Modern” Age Milestones1600s: ads appear in English weekliesJune 1836: La Pressefirst to include paid advertising in its pages20th Century: Women enter the business1920s: Sponsored programming on radio, carries over to TV in the ’50s1960s: Creativity and the “USP” enter the game1980s/90s: MTV makes ads the focus, Internet marketing appears21st Century: Interactive, contextually relevant ads

1600s: ads appear in English weeklies

June 1836: La Pressefirst to include paid advertising in its pages

20th Century: Women enter the business

1920s: Sponsored programming on radio, carries over to TV in the ’50s

1960s: Creativity and the “USP” enter the game

1980s/90s: MTV makes ads the focus, Internet marketing appears

21st Century: Interactive, contextually relevant ads

“Old” Media TrendsNewspaper circulation 16% (1997-2007)1Radio listening 14% over last 10 years2Magazine readership 5% over last 5 years3OOH spends 7% over last year4TV usage at an all-time high: 142:29 hours per month on average5Cable TV/Satellite use: more than 65% of US HHs6Ad spends 2-3% in 2008 v. 4-8% forecast71Newspaper Association of America 2Arbitron3MRI Fall Studies 4Outdoor Advertising Association of America 5 6 Nielsen 7NPR Interview with Jack Myers

“New” Media TrendsAverage time on Internet: 27 hrs per month186% of employed Americans use the Internet2Share of adult Internet users on social networking sites from 8% - 35% (2005-2008)3Video consumption on mobile/Internet devices between 2 & 4 hrs per month4Internet ad spends 15.2% since last year5#1: Search advertising#2: Display banners#3: Classifieds14 Nielsen2 3 Pew Research 5PriceWaterHouse Coopers

Public Relations TrendsBetween 1990 & 2001:PR sector grew more than 3 times faster than advertising1Between 1990 & 2007:PR “body count” 44%2Advertising “body count” 14%3Social marketing is on the riseSocial media is here to stay1 2 3 PRWeek

The Millennials Are HereSource: Pew Research

Image: http://www.flickr.com/photos/matthamm/2945559128/

The Shiny New ToyPhoto: http://www.flickr.com/photos/fsamuels/3323431435/Cartoon: http://www.flickr.com/photos/hubspot/3196650975/

LinkedIn Update profile Status updates Groups Recommendations Q&A Blog Integration

Update profile

Status updates

Groups

Recommendations

Q&A

Blog Integration

Facebook Grow “fans” Post regularly Engage Encourage action Causes Integrate Twitter feed, blog posts, Flickr

Grow “fans”

Post regularly

Engage

Encourage action

Causes

Integrate Twitter feed, blog posts, Flickr

Flickr Smart tagging Groups Sets Integrate with other networks

Smart tagging

Groups

Sets

Integrate with other networks

YouTube

Twitter Two-way conversation “Listen” (monitor) Respond Participate Research Engage Customer service Quality v. quantity

Two-way conversation

“Listen” (monitor)

Respond

Participate

Research

Engage

Customer service

Quality v. quantity

“The More Things Change, The More They Stay The Same”

Do You Know Your Audience?

What Are Your Measurable Objectives?

Are Your Communications Integrated?

Do You See Communication As A Business Function?

Are You Listening?Image: Hulag

Pledge To End HungerSource: www.pledgetoendhunger.com

Courtesy: Scott Henderson

Courtesy: Scott Henderson

Results> 4,600 pledges> 19,000 site visitors$28K for Share Our Strength (@95% 1st-time donors)2,600 members of Facebook CauseCourtesy: Scott Henderson

KPIs Business ObjectivesCourtesy: KD Paine & Partners

KPIs Business ObjectivesCourtesy: KD Paine & Partners

The Seven Basic Steps*Identify your audiencesDefine objectives for each audienceDefine your measurement criteriaDefine your benchmarkSelect a measurement toolAnalyze data, draw actionable conclusions, make recommendationsMake changes, measure again*Measuring Public Relationships, Katie Delahaye Paine

Measuring Social MediaPhoto: http://www.flickr.com/photos/base53/3665260292/Photo: http://www.flickr.com/photos/goincase/3771760999/InfluenceQualityQuantityEngagement

Key Performance IndicatorsTrack effectiveness of your program against business objectivesSalesDonationsMembershipWeb trafficSubscribers

The Shiny New Toy Is… No longer a toy Here to stay An integral part of 21st century communications What you make of itPhoto: http://www.flickr.com/photos/fsamuels/3323431435/

No longer a toy

Here to stay

An integral part of 21st century communications

What you make of it

Questions?Photo: http://www.flickr.com/photos/27546063@N03/3717938304/You can find me at:E-mail: info@shonaliburke.comTwitter: http://www.twitter.com/shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15Thank you!